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Source: Media Outreach
Headline: Aidijuma Colors Group, with Hijup, acquire majority stake in United Kingdom’s e-commerce retailer, Haute Elan
KUALA LUMPUR, MALAYSIA – MediaOutReach – Feb 18, 2018 – AidijumaColors Group of Companies — which owns the popular Malaysian‘Bawal’ hijab range under the Aidijuma label — together with its modestwear e-commerce site Hijup have acquired a majority stake in UK-based modestfashion and e-commerce company Haute Elan ahead of Hijup’s expansion into theUK market.

Established in 2012, modestfashion brand Aidijuma adopts the creative business model of online mergingoffline to offer the best possible experience to customers.

With its omnichannel strategy, Aidjumais the only brand in Malaysia that offers online shopping and owns 12 retail conceptstores nationwide, complemented by 12 Scarf Machine.send.sell.story mobileconcept stores to provide a seamless experience for consumers.

With plans for listing by 2020, thelatest venture capital investment for Aidijuma Colors Group is in HauteElan, which is also the organiser of the London Modest Fashion Week – the UK’svery first modest fashion week — that was held for the first time last yearthat brought together more than forty designers from countries including theUnited Arab Emirates, Saudi Arabia, Egypt, Turkey and ­Malaysia. 

Modest fashion has becomeincreasingly popular among millennial Muslim women worldwide who see it as a way to dress stylishly.

“Modest fashion is a growingtrend that offers women options, choices and freedom to express themselveswhile being fashionable which mass-market retailers and designers are alreadytaking notice of the market’s potential so we are investing in the future bytaking a stake in it now. We look forward to build strategic business partnershipsaround the world to expand this business model for Modest Fashion globally,”said Aidijuma Colors Group Chief Executive Officer and founder, DatinNorjuma Habib Mohamed.

The latest investment in HauteElan brings Aidijuma Colors Group’s total venture capital investmentamount to date to US$20 million, which includes stakes in Brunei’s eventorganising company and retailer BIFASH, Singapore e-retailer MODESTyle, Malaysiancosmetic and skincare brands Simplysiti and Zawara, as well as Indonesia’s Hijup.com in which it also controls.  
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